Ecological Territorial Marketing Model: Strategy for the Competitive Positioning of Ecotourism in the Department of Atlántico
DOI:
https://doi.org/10.61799/2216-0388.1859Keywords:
Sustainable development, Ecotourism, Environmental management, Territorial innovation, Territorial marketing, Tourist positioning, Ecological sustainabilityAbstract
The strengthening of ecotourism in the Department of Atlántico requires territorial marketing strategies that integrate environmental sustainability, technological innovation, and community participation as key pillars of competitive development. In this context, this study proposes the Ecological Territorial Marketing Model (MMTEE) aimed at understanding how operational environmental management, resource efficiency, ecological communication, and visitor perception interact to consolidate sustainable tourism territories.
The research was conducted with a sample of 58 ecotourism service providers, applying a structured questionnaire and analyzing the results through the Principal Component Analysis (PCA) technique, complemented by KMO, Bartlett, and Cronbach’s alpha indices to ensure internal consistency.
Findings reveal a robust factorial structure among the analyzed dimensions, with high reliability levels (α = 0,86 – 0,91) and an accumulated variance above 60%, indicating that verifiable environmental practices, eco-efficiency, and coherent communication strengthen the positioning and green reputation of destinations.
The model demonstrates that tourism competitiveness depends on the integration of environmental performance, technological management, and authentic communication, providing a practical tool for designing public policies and sustainable marketing strategies in the Caribbean regional context.
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